How is the leading interactive marketing conference faring in this slowing economy? Expect more emphasis at ad:tech New York on digital transformation of media and an increasing recognition that mobile is an important cog in any marketing plan.

In an in-depth Q&A with Mobile Marketer's Mickey Alam Khan, ad:tech vice president Don Knox offers his take on the economy's effect on conferences, online and mobile marketing, and mobile's place in the ecosystem. Here's the interview:

What's the focus with this year's ad:tech New York?
Ad:tech New York continues to touch on an overarching theme that we began to explore earlier this year of how digital is transforming all media.

No longer just a world of old and new media, we're seeing an entirely new landscape as agencies evolve or die, brands further expand the two-way communications model as consumers play an ever-increasing role in the dialog and technology pushes past Web 2.0 into the semantic Web.

Factor in the current economic conditions, the national election and the ever-expanding global marketplace, and ad:tech New York is quickly the place to be at this crucial juncture.

Where does mobile fit in?
Mobile adoption by marketers and advertisers who see the mobile handset as a branding mechanism, a point-of-sale/point-of-purchase device and advertising vehicle continues to gain credibility, thanks in large part to faster networks, new handsets and devices, and expanding operating systems and marketplaces.

We are witnessing an audience shift. People now expect to take the best of their desktop PC, their phone, their business apps and games, their camera and so much more with them in an always-on, GPS/location-enabled and data network-enabled mobile handset.

Mobile-specific sessions at this year's ad:tech New York conference will include touching on the realities, opportunities and challenges of mobile marketing in "Incorporating Mobile Advertising into Your Marketing Efforts" and discussing marrying mobile and social media in "Leveraging Mobile Social Networking to Reach the Always-On Consumer."

ChaCha will also host a sponsored workshop entitled "Making Mobile Work -- How Obama, McDonald's and Coke Leveraged Mobile to Drive Measurable Results" and the GoMobile! Zone presents over 16 mobile solutions for attendees to check out.

Do you expect the dialogue at the show to shift to the economy and how marketers are reacting to the slowdown?
Most definitely. We're already seeing contractions in the marketplace and the industry is bracing for a challenging 2009.

With fewer ad dollars to go around, everyone and everything will be affected.

These are challenging times for all areas of the economy, but they also present opportunities as we see new and emerging technologies and new ways to engage consumers.

Geoff Ramsey, CEO and cofounder of eMarketer, will share recent research findings to help weather the current economy in his presentation, "Digital Marketing Now: Seven Strategies for Surviving the Downturn."

Randall Rothenberg, president/CEO of the Interactive Advertising Bureau, will lead the "Keynote Roundtable: State of the Industry" and Henry Blodget, CEO of Silicon Alley Insider, will lead a power panel on "The Digital Economy."

Do you think interactive and mobile marketing are insulated from this current upheaval?
Most likely they will both be affected by larger forces in the market.

We've already recently seen contractions in the market as many anticipate and prepare for a tough year ahead.

Much like the Internet bubble of 2000, we will continue to see some thinning and consolidation within the industry, with the stronger, more stable fixtures remaining.

Any change for this year's show from last year?
We can't get away from the news of the election at this year's event, so we're excited to welcome Jonathan Klein, president of CNN/U.S., to keynote ad:tech on Election Day by discussing how digital is changing the future of news reporting, including advancing and embracing citizen journalism.

We also are providing live coverage of the election results in our Election Center so attendees can stay connected to what's happening.

On the conference front, we've also incorporated sponsored workshops for the first time, with sessions being hosted this year by Platrium, Reply.com and ChaCha.

This year's show -- how many delegates do you expect?
We're expecting over 10,000 attendees on site and of that, 1,000-plus will be conference delegates.

How many exhibitors signed up? Any new players?
We have 322 exhibitors, but are still adding a few each day. A few new companies with ad:tech this year are adap.tv, 7 billion people, Qoof, Viral Marketing Media and JiWire.

Why change the name to the GoMobile! Zone?
We originally named it the Mobile Pavilion, but we never really liked the name -- it was too antiquated.

We were looking for a new name that was vibrant and had a sense of energy to it -- one that would allow us to create a branding platform for future content areas.

We want people to "go mobile" i.e., to begin integrating mobile into their marketing campaigns, which they are, of course.

What's different about this mobile pavilion?
I'd say the overall concept is more cohesive than our launch in San Francisco earlier this year.

Not only have we upgraded the booth structures and theater area, we've given it a standalone location. For New York, it's located in an exclusive area just outside the keynote ballroom.

In addition, we're offering mobile services for our attendees such as an ad:tech New York WAP site and booth finder mobile concierge service.

Who are exhibiting at the mobile pavilion this time?
Of course, Mobile Marketer magazine, NeuStar, Bango, Guide by Cell, Dload, 2ergo, Augme Mobile, Open Market, MyWaves, iLoop Mobile, Infinian, LSN, Limbo, Sumotext, Mobilytics, Netbiscuits and ViralMesh.

That number of mobile companies exhibiting is an increase in the number of exhibitors from ad:the San Francisco and ad:tech Chicago, right? What does it tell you?
Yes, it is a healthy increase over San Francisco and Chicago. It tells me that mobile marketing is hitting its stride and mobile solution providers are realizing the time is now to begin engaging with brands, agencies and publishers.

Ad:tech New York has always been more media-focused. Is that paying off?
Ad:tech has always tried to focus the events to address the needs and focus of each particular region, so being in New York, we've tried to maximize the focus on media, publishing and advertising.

Ad:tech New York runs Nov. 3-6. Please click here for more information